The New York Times wrote a story about how televised events are sharing screen time with Twitter, tablets, and other devices. Earlier this week on the Morning Media Menu, we talked with GalleyCat editor Jason Boog about People.com’s “Real-Time Red Carpet Trivia Live” contest, which will stream questions to fans as the Oscars are happening. Minonline.com says “this is one of the first cases in which a popular consumer magazine brand is trying to leverage the living room ‘second screen’ in real time in quite this way.”

And the LA Times is reporting that the Oscars are trying to tap social media for the same sort of success that the Golden Globes got, leveraging Twitter and Facebook increasingly for this year’s event. There’s also an Oscars Backstage Pass app, clips via AOL, and other options for viewers who want to add a social media component to their Oscars experience.

To Harris Diamond’s point this morning about “mega events,” marketers aren’t missing an opportunity to use social media and the Oscars to reach interested audiences.

The clip above is the LivingSocial ad that will run on Sunday (via Mashable). Other brands that are teasing their ads online prior to the event are Best Buy and J.C. Penney, which will be introducing a new tagline and logo during this weekend’s advertising. And Best Buy has crowdsourced the end of its Justin Bieber/Ozzy Osbourne ad, which first ran during the Super Bowl.

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